Credit: Andrew Boardwine, Inside the MagicEach year during the Super Bowl, millions of viewers tune in to the commercials rather than the game, creating a unique advertising environment. Brands invest heavily in 30 or 60 seconds of airtime, aware that over 100 million viewers are engaged and ready to discuss the ads on social media. Orlando theme parks, particularly Disney, have long been significant advertisers during this event, knowing it provides a prime opportunity to reach families planning vacations.
For the 2026 Super Bowl, Universal Orlando Resort will debut an advertisement titled “Lil Bro,” showcasing two brothers as they bond through visits to Universal’s theme parks, including the new EPIC Universe. This expansion has positioned Universal as a serious competitor to Walt Disney World, encouraging families to split their Orlando vacations between the two resorts.
The “Lil Bro” Universal Orlando Resort Commercial
Universal Orlando Resort released its 2026 Super Bowl commercial starring a pair of brothers who visit the theme parks together, including EPIC Universe. The advertisement titled “Lil Bro” tells the story of how an older and younger brother discover that the thrills of Universal Orlando Resort can change their relationship, bringing them closer together even if not closer in height.
The commercial’s tagline, “This changes everything,” reflects Universal’s positioning that the addition of Epic Universe fundamentally transforms what Universal Orlando Resort offers families, creating a resort experience competitive with Walt Disney World rather than just a supplementary add-on to Disney-focused vacations.
The advertisement showcases Universal Orlando Resort’s four theme parks, spectacular themed hotels, and incredible dining and entertainment options, creating a comprehensive portrait of the resort rather than focusing exclusively on attractions or individual experiences.
Super Bowl LX Details
Super Bowl LX takes place Sunday, February 8, 2026 at Levi’s Stadium in Santa Clara, California. NFC champion Seattle Seahawks faces off against AFC champion New England Patriots, with the winners visiting Disneyland the day after the game per longstanding tradition where Super Bowl victors celebrate at Disney parks.
The Seattle versus New England matchup creates compelling storyline opportunities for the game itself while providing massive viewership for advertisers like Universal Orlando investing in premium Super Bowl commercial slots.
Strategic Timing for Universal Orlando Resort
Releasing the commercial ahead of the Super Bowl allows Universal to generate pre-game buzz through social media sharing and entertainment news coverage discussing upcoming Super Bowl advertisements. This extends the commercial’s reach beyond just the game broadcast itself, creating multiple impressions across different platforms and time periods.
The February timing targets families beginning serious vacation planning for spring break, summer trips, and year-end holidays, positioning Universal Orlando in consideration sets during crucial booking windows when families make destination decisions and commit to specific travel plans.
EPIC Universe Impact
The commercial’s inclusion of EPIC Universe reflects how significantly the new park has changed Universal Orlando Resort’s competitive positioning. EPIC Universe opened in 2025 as Universal’s most ambitious theme park project, featuring five immersive themed lands including SUPER NINTENDO WORLD, How to Train Your Dragon Isle of Berk, Dark Universe, Celestial Park, and The Wizarding World of Harry Potter Ministry of Magic.
Epic Universe’s addition gave Universal Orlando Resort four total theme parks alongside existing Universal Studios Florida, Islands of Adventure, and Volcano Bay water park, creating a multi-day destination that can sustain week-long vacations rather than requiring just one or two days as Universal parks historically demanded before Epic Universe expanded capacity and experiences.
Theme Park Super Bowl Advertising
Theme parks represent natural Super Bowl advertisers given the alignment between game viewership demographics and theme park visitor profiles. Families watching together represent ideal target audiences for destinations that require group consensus and accommodate multiple generations with varying interests and thrill tolerances.
The Super Bowl’s massive reach ensures Universal’s message reaches households across America, regardless of their previous familiarity with Universal Orlando Resort or awareness of EPIC Universe’s opening, introducing the expanded resort to potential visitors who may still perceive Universal as primarily the Harry Potter parks without recognizing the broader destination Universal has become.
Competing With Other Orlando Theme Parks
Universal’s Super Bowl presence puts the brand in direct competition with Disney on the advertising industry’s biggest stage, signaling Universal’s confidence in its expanded resort portfolio and its willingness to invest premium advertising dollars to compete for the same family vacation budgets Disney has historically dominated in the Orlando market.
The heartwarming brother relationship narrative mirrors emotional storytelling approaches Disney has long used in theme park advertising, suggesting Universal recognizes that effective theme park marketing extends beyond showcasing rides and attractions to communicating how parks create family bonding experiences and lasting memories that justify significant vacation investments.
The Disneyland Connection
Interestingly, Super Bowl winners will visit Disneyland the day after the game, creating a Disney presence at the Super Bowl regardless of whether Disney purchases advertising slots. This tradition gives Disney guaranteed visibility through post-game coverage showing victorious players celebrating at Disney parks, providing valuable exposure without requiring commercial purchase.
Universal’s commercial investment demonstrates the resort’s determination to capture attention and marketing impact despite Disney’s structural advantages through the Super Bowl winner tradition and decades of established presence in Super Bowl advertising.
Booking Impact
Universal encourages viewers to book Universal Orlando trips, recognizing that Super Bowl advertising aims to drive direct booking action rather than just building brand awareness. The call to action transforms passive viewing into active engagement by pushing families from consideration to commitment.
For Universal Orlando fans, the Super Bowl commercial represents validation that their preferred destination has achieved sufficient scale and cultural relevance to justify premium advertising investment alongside established brands competing for America’s attention during television’s biggest annual event.